Israel's kibbutzim, once a rite of passage for thousands of young Britons, are staging an unexpected comeback after years of decline. The world-famous communes, which hosted a generation of volunteers from singer Simon Le Bon to actor Bob Hoskins, are to launch their first advertising campaign in a decade.

The campaign, focusing on 140 sites in the north and south of the country, aims to tout the benefits of kibbutz living for a hip, new eco-aware generation. Re-branded for the 21st century, socialist ideals are downgraded in favour of environmental ethics and organic farming replaces conventional agriculture.

Israel believes its new-look kibbutzim can again entice a new wave of Westerners to follow in the footsteps of Sacha Baron Cohen, the comedian behind Ali G and Borat, and US actress Sigourney Weaver.

British actor Paul Kaye volunteered in a Tel Aviv commune in the Eighties. He told The Observer that the experience changed his life and was seen as 'a great escape from what was going on politically in Britain at the time'.

The advertising campaign is scheduled to launch this summer. One aspect of the campaign will be contacting former high-profile volunteers to endorse the make-over.

As the Zionist ideals of collectivism and egalitarianism fell from favour during the Eighties, popularity waned. By the turn-of-the-century, more than half of Israel's 257 collective farms were bankrupt. Now Israel believes the relaunch of kibbutzim can recapture their popularity. Against a backdrop of continuing violence between Hamas and Israeli forces last week, the Tel Aviv-based Kibbutz Movement said the move to re-brand the communes was vital.

Spokesman Aviv Leshem said: 'We want the world to see the other, peaceful side of Israel. The modifications to kibbutzim are a phenomenon of the last three years.'

Others describe the development of the new kibbutzim as a confirmation of a changing world. Their reinvention will concentrate mainly on the communes' eco-credentials in an attempt to add ballast to Israel's environmental reputation. All new construction will be energy-efficient, using solar power and recycling water where possible. Plans to phase out conventional agriculture and replace it with organic farming are advanced, a move welcomed by the Negev Desert kibbutz, which is suffering from the effects of climate change. Another nod to the modern age includes the installation of wi-fi internet access.

Yet controversially, given the kibbutzim's once self-sufficient, bohemian ideals, the main source of income will no longer be agriculture. Leshem said only 15 per cent of the income would come from farming, with industries such as the production of plastics more prominent.

Meanwhile, 40 per cent of residents now work outside the commune. Such trends have been interpreted as a shift from communal living to individual fulfilment.

The Israeli Foreign Minister, Tzipi Livni, hopes former residents, including celebrities, will help to publicise the communes to a world audience. Some will view it as a cynical attempt to gloss over the Israeli-Palestinian conflict.

But hopes remain that the fervent re-branding will none the less encourage volunteers and show Israel's attempt to accommodate this decade's wave of change.